Key Takeaways
- Take 2026 Demand Generation Benchmark Survey to show how B2B marketing teams are spliting finite budget across ABM/ABX, content, personalization, intent data and AI-powered platforms, and which bets are paying off.
- Marketers who participate get a clearer picture of how peers rank priorities and defend spend to leadership, helping them decide what to grow and what to cut.
Remember when a full MQL dashboard felt like a win? Those days are gone. The lead that thrilled your team two years ago, a webinar signup, a gated-content download, an anonymous form fill, now barely registers with sales. Volume stopped being the story. Quality took over.
You’re not chasing raw numbers anymore. You’re chasing opportunities that actually close. And that shift is rewriting how you score, qualify and measure everything.
That’s why your voice matters right now. The 2026 Demand Generation Benchmark Survey captures how B2B marketing teams like yours are redefining what a “good lead” means and turns the collective experience of hundreds of demand gen leaders into a clear picture of where lead quality is really headed.
What the Survey Reveals About the Lead Quality Reset
This year’s benchmark digs into the decisions separating high-performing teams from everyone else:
- Lead scoring evolution. Are you still weighting form fills and page views, or have you moved to intent signals, buying-committee engagement and fit-based scoring?
- The new definition of a good lead. What actually earns “sales-ready” status today, and how does that compare to two years ago?
- Conversion metrics reset. Teams are trading MQL counts for pipeline created, opportunity conversion and win rates. Where does your team land?
- Sales handoff. How are marketing and sales agreeing on what’s worth a rep’s time, and who owns the definition?
Here’s what makes this benchmark different. It doesn’t just tell you volume is out and quality is in. It shows you how your peers are rebuilding their scoring models, ranking signals and measuring conversion, so you can pressure-test your own approach against the market.
Why Your Input Sharpens the Picture
Think about the questions you’re wrestling with right now. Is your scoring model catching the accounts sales actually wants? Have you agreed on a shared definition of “qualified,” or are marketing and sales still arguing over it? Can you tie lead quality directly to closed revenue?
The insights from this survey help you make sharper calls. What signals to trust. What metrics to retire. How to hand sales leads they’ll act on. The more marketers who participate, the more useful the findings become for everyone.
So take a few minutes. Share how your team is qualifying pipeline, redefining conversion and adapting to a market that won’t sit still. Add your perspective.
Take the 2026 Demand Generation Benchmark Survey today and help shape the insights that define the year ahead.
